Packaging : ambassador and sales trigger

It represents your product, your brand, and your message. Packaging is often the first point of contact between you and your customer, making it one of the most powerful communication tools.

They say, “Don’t judge a book by its cover,” but in retail, that “cover” is the primary ambassador of your product. It captures attention, attracts consumers, and turns them into buyers.

As a key marketing tool, packaging deserves careful attention. Many major brands regularly update their iconic designs (often alongside rebranding efforts) to attract new customers.

So, is your packaging a good seller?

Packaging : a strategic too

Consumers are bombarded with countless advertisements every day. In this sea of messages, standing out is a challenge for brands. This is where packaging design becomes essential for influencing purchasing decisions.

While consumers often prepare their shopping lists at home, once in-store, they can be swayed by:

• An original or more practical format,
• A visible promotion on the packaging,
• A refreshed, modern, and appealing visual identity,
• A new promise or innovative ingredient.

These tactics, crafted by pack designers, can even divert loyal customers from their usual choices. Simply put, well-designed packaging has the power to turn a passerby into a buyer.

Towards the purchase decision

Packaging serves two main purposes — technical and commercial. It’s the commercial function that positions packaging as a tool for communication and sales.

In a self-service context, the packaging must:

1. Stand out on the shelf.
2. Convince with compelling arguments.

Colors, messages, and formats guide consumers to the product and persuade them to purchase it, without the help of a salesperson.

Packaging also adapts to unpredictable emotional factors, such as the consumer’s mood or specific needs.

Buying : an irrational decision

The idea that consumers make rational purchasing decisions is outdated. Studies show that buying is often a quick, impulsive action. Packaging plays a crucial role in this process.

Visual elements such as images of happy people, attractive promises, or positive numbers (“20% less sugar,” “50% more effective”) grab attention and influence decisions instantly.

It’s crucial for these messages to be immediately visible. The longer a consumer spends reading a label, the less likely they are to purchase the product, even if it’s of excellent quality.

As the ambassador of your product, packaging must captivate within seconds!

P.S.: Find more tips on packaging design and sales strategies on the Packtory® blog!